Presentation of industrial marketing research reports

Date of publication: August 1, 1968

Author: W. A. Westgate


I am writing this paper as an employee of a large manufacturing company with a fairly stable readership. Reports have gradually been moulded to the readership and the principles developed may not be universally applicable. I suggest, however, that many other manufactures have moulded their reports similarly and come up with the same sort of answer. Market research agencies , on the other hand, have a changing, and perhaps multi-company, clientele and this obviously leads to many exceedingly difficult reporting problems about which I cannot write.

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